The Real MVP Of The NBA Finals? Under Armour CEO Kevin Plank

Fox Business’ Jamal Carnette reported on the implications of the NBA finals on UnderArmour UA after Golden State won the first two games against the Cavaliers, both by at least 15 points.

The finals were not only a battle between the two NBA teams, but one between Nike NKE and UnderArmour as both of their most popular shoe sponsors played against each other: Lebron James and Steph Curry respectively. “This year’s finals encapsulate the main themes of the athletic-shoe market: On the one hand, you have the most influential shoemaker, Nike, represented by affable superstar Lebron James. On the other, UnderArmour’s scrappy entrance into the athletic-shoe market is best personified by Golden State’s diminutive superstar, Steph Curry” said Carnette

'The Greatest Endorsement Steal In History

Under Armor, signed their contract with Curry at a low price, similar to their agreement with Jordan Spieth. “It’s starting to look as if [UnderArmour] may have pulled off the greatest endorsement steal in the history of the NBA” stated the Fox Business writer. “In the company’s last conference call, Plank sounded like one part UnderArmour CEO and one-part president of the Steph Curry fan club.”

Partly due to the contract, UnderArmour started off their 20th year with first quarter revenues growing 30%. A potentially large impact for a small price: UnderArmour signed Curry for $4 million dollar a year, $1 million more than hat Nike offered at the time.